Void Main

While haute couture has always been about individual prominence, streetwear communicates group association and affinity, as well as enmity. This is changing. Subcultures are passé and the runway is soaking up streetwear influences like never before. Post-internet culture is so self-referential that the feedback loop itself is sometimes more notable than any individual input or influence. Void Main is one clothing brand that’s experimenting with dress for this cultural abyss.

After weeks of teasers, Void Main opened their online store today. We contacted Shane Farrell, creator of Void Main, to talk about how the cultural void and digital horror inspired the brand.

What’s the story behind Void Main?

Someone approached me about doing a clothing brand and asked me to come up with something. This person had a lot of faith in my vision and kind of just let me run with it. So over a period of time I built the visual language and conceptual space that became Void Main. Coming up with and focusing on the question mark/help symbol was an important moment. I worked until I felt I had arrived at something singular and from there it started to build itself and become its own organism.

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